This might not be the sexiest topic of football conversation and it might be a pain to get anybody reading it, but we have to. As a footballing community, we have to keep talking about this. For the good of the game, and for the health of the people playing it.
When people say "ooh £50million for Raheem Sterling, that's an awful lot", they're wrong. Nobody is denying that on the scale of things £50million is a substantial amount of money, but to men who command oil empires around the world and probably employ butlers to roll them the finest tobacco in $100 notes, it's just about the square root of diddly squat.
At this stage, anything could happen this season. Bournemouth could storm to the title with 110 points. Chelsea, Manchester United and Arsenal could all get relegated. Brendan Rogers could be revealed as a terrifying space lizard from Mars. They are all possibilities. They are all improbable, however (although I'm still not sure about Rogers).
Every fan of every Premier League club expects to see several new arrivals every summer. If done well, buying and loaning new players is the fastest way to see a side improve. However, bringing in too many new faces who are unproven or untested can just as easily end in total disaster.
We'll take a look at the first bit to start with, because it's as good a place to start as any. European transfer prices tend to move up and down in cycles, and clubs strike for talent when the prices are lower. That's obvious enough. But the cause goes deeper than that.
Tottenham have made some smart if unspectacular moves in the transfer market so far. But there's one issue they can't afford to ignore. The big spend...
If there were concerns that the severity of his injury and length of lay-off would have blighted him, think again. Rodriguez has actually come back faster, putting him in the very highest bracket of speedsters in the Premier League.
Since Mark Hughes was appointed boss in May 2013, he has gone great lengths to distance his team from the perceived hoof-ball of Tony Pulis. Nobody can deny the effectiveness of Pulis' Stoke, but it was damn ugly to watch and Hughes made his intention to play a clearly different style of football from the off.
Transfer silly-season is still rolling on, but many Premier League teams have done their business early in the quest to improve for the coming campaign... Here are five summer signings who will have a significant impact on the destination of next season's Premier League trophy.
There are sub-plots aplenty in the Premier League's upcoming season. Will Harry Kane repeat his incredible performance from last season? Will Chelsea be the first team to retain the title since Manchester United in 2009? Will Tim Sherwood's head fall off under the weight of his concentrated smugness? Putting those aside for a second, let's have a look at the youngsters.
United are guaranteed to take a hit on the fee they paid for Di Maria. His season simply wasn't good enough to justify a similar valuation - let alone a profit - but it's something of a surprise as to why United are so openly willing to let the player move on.
It wouldn't take much for Chelsea to be firm favourites, perhaps just one marquee signing to boost their strongest team and keep every player on their toes. But without it, Chelsea will struggle. You'd be foolish to think any different.
Remember when a £20million transfer was a headline-making deal, rather than the norm? Unless you're a pretty young teenager, you probably do, which speaks to how quickly the transfer market has twisted and evolved in the last decade or so...
If Liverpool want to keep thinking of themselves as one of the world's biggest clubs, then they need to prove it on the pitch. Benteke will either be integral to them doing so, or he will be the poster boy of their fall from grace.
The Premier League summer transfer window is now in full swing, with all 20 clubs having conducted at least some business. High profile moves like Raheem Sterling's record transfer to Manchester City may have dominated the headlines, but what about some of the deals that just seem to make incredible sense?
Going from "I'm not leaving, I'm staying at the football club" to "leaving Aston Villa football club is the hardest decision I have ever had to make" in less than a week is some retraction and without needing too much insight, it's one you would assume was prompted by the imminent departure of Christian Benteke to Liverpool.